Carmelo Anthony's roundhouse punch took a split second to connect with his opponent's jaw. The implications of that punch will last far longer.

Suspended 15 games Monday for his role during a brawl Saturday night with members of the New York Knicks, the 22-year-old Nuggets star faces perhaps his greatest public-relations nightmare in a brief career already filled with missteps that include a drug allegation, a nightclub scuffle and an underground video that encouraged urban youths not to aid police investigations.

But this time - as Anthony again is left to rehabilitate his image - marketing experts are unsure how the NBA's leading scorer will rebound.

"You have to think that he's tarnished a bit as a brand right now because people bought into him as this smiling, young, successful athlete," said Dan Migala, editor and publisher of The Migala Report, a Chicago- based sports marketing publication. "The public and corporate America are now questioning who this athlete really is."

Anthony already was in the midst of an image transformation this season to cultivate him as a hardworking, generous player who connects with rank- and-file fans. His professional and private lives appeared to be on the upswing.

"As a personal matter, I think he's been doing great," said NBA commissioner David Stern, who suspended Anthony and six other players. "I had an opportunity to tell him that myself when I met with him this summer."

A brighter image

In addition to being named a captain for USA Basketball last summer, Anthony learned he would become a father; donated $3 million for a new basketball practice facility at his former school, Syracuse University in New York; and appeared on a popular Nickelodeon program as the conscience of a child who wanted to keep a pair of lost- and-found sneakers. And last week, he invested $1 million in a Baltimore youth center.

"We've been trying to harness his passion," said Bill Duffy, president and chief executive of BDA Sports Management, which represents Anthony, who brings in more than $5 million a year in endorsements.

But then came the smack Saturday night in New York during a fight that resulted in 10 ejections, seven player suspensions and a seemingly nonstop video loop on cable news and sports channels.

"The NBA has been very focused on cleaning up its consumer perception, and certainly (the fight) gives the league another black eye," said Matt Powell, an analyst with the SportsOneSource market research group.

"Still, if (Anthony) can become a model citizen, there's always that chance to come back."

Which is exactly what happened with Los Angeles Lakers star Kobe Bryant after he was accused of raping a woman in 2003 in a Colorado resort hotel. Bryant lost endorsements, but by the following year, the charges were dismissed and his merchandise sales rebounded.

Anthony's situation "is not like Kobe's, but we know that fans are extraordinarily forgiving," said Dean Bonham, a former Nuggets executive who is CEO of the Bonham Group, a Denver-based sports and entertainment marketing firm.

"I don't think this will be his defining moment," Bonham said of Anthony. "Show me a 21-year-old kid who makes $12 (million) to $15 million a year, turn him loose, and tell me how many of those kids aren't going to make a mistake?"

Bill Sanders, vice president of marketing for BDA Sports Management, said he talked Monday with companies that have Anthony signed to a contract. None expressed concerns about the fight or suspension.

Not perfect

"They all told me to let him know that he has their full support," Sanders said. "Carmelo is not bulletproof, he's not Teflon, and people relate to him with that. He did something he shouldn't have done, but in pro sports it's very common to have an altercation during the heat of battle. I think people are willing to understand that.

Denver Nuggets forward Carmelo Anthony wades into a brawl late in the game against the New York Knicks on Saturday evening. Anthony faces a lengthy suspension for punching the Knicks' Mardy Collins. (AP / J. Conrad Williams Jr.)

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Among urban fans, though, Anthony may have lost some cachet. After the punch to the face of the Knicks' Mardy Collins, Anthony backpedaled from New York players.

"That compromises the street credibility when you sucker- punch someone and then run away," said Marc Lamont Hill, an assistant professor of urban education at Philadelphia's Temple University. "Most people who would see that would say that he's a coward, and they can't respect that."

But if fans' reactions are any indication, Anthony has plenty of support. Dozens of messages were posted on Anthony's My Space page Monday.

"Just droppin' a comment to tell u that whatever happens me and the rest of your loyal fans are here for u supporting u through the ups and the downs," one fan wrote.

"I think our guys need to answer for what they did," Nuggets fan Vicki Ray said at Monday's game at the Pepsi Center. "But I think the suspension for Carmelo was a little overboard. ... And I really think they should have done something to (Knicks coach) Isiah Thomas," who allegedly warned Anthony before the brawl that he would be fouled hard.

Ultimately, said Powell, the SportsOneSource analyst, fans will be the arbiters.

"The fact is that if he averaged three points a night, people might not be as willing to forget," Powell said. "But he's better than that, and if the end consumer thinks the guy is OK, then he'll be just fine."

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